The brewer claims former Blur bassist James and Talksport presenter Murray are “men of character” alongside free running co-founder Sebastian Foucan, TV presenter Max Rushden, Richard Jones from The Feeling, magician Ben Earl and rugby player Dylan Hartley.
Kronenbourg 1664 expects each celebrity influencer to bring their “good taste to moments that matter”.
The men appear in a weekly series hosted on YouTube, Facebook and Twitter giving their thoughts on “moments that matter”. So far this extends to holidays and cuisine with the panel discussing their favourite retreats in Britain and abroad as well as the best meals they have had.
Notable quotes from each member are also posted online. Additionally, the brewer has been using Promoted Tweets to try and build awareness around the content.
The lifestyle focus is a shift from previous campaigns for the brewer in the UK, which have centred on pushing the French provenance of the beer’s hops and how they affect its taste. However, a recent ad which did so was banned before being successfully overturned earlier this year
Carlsberg owns Kronenbourg 1664 but Heineken distributes and markets the beer in the UK. The former is working on a global campaign celebrating the brand’s 350-year anniversary.